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Serverless computing may kill Google Cloud Platform

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Juan Hackwell
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Google, which has had to claw its way back into cloud relevance in the shadows of Amazon Web Services and Microsoft Azure, suddenly finds itself playing catchup again, thanks to the rise of serverless computing.

In short, unless Google gets its serverless act together—and soon—it risks losing the momentum it has managed to build over the past year.

For years, AWS had the cloud infrastructure-as-a-service (IaaS) market all to itself.

Google, however, has had to settle for a distant third place:

As Gartner notes, Google Cloud Platform “is most attractive to cloud-native companies and those that want to ‘run like Google.’” Unfortunately for Google, most enterprises simply don’t fit either description, and although Google has tried to broaden its appeal to mainstream enterprises over the past year, those efforts have yet to generate AWS- or Azure-size bank balances.

Indeed, Google delivers just a fraction—7 percent—of the cloud revenue that AWS does ($300 million compared to $4.1 billion last quarter, estimates Bernard Golden).

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Juan Hackwell
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